Back in December I ran a reader poll to see what my beloved readers want to hear about in 2014. While several topics got a lot of votes, the top vote-getter was PPC and Content Marketing.
Content marketing seems to be the shiny object for 2014. Everyone is trying to figure out how to create content and share it with the world. Content is being shared in a myriad of ways that didn’t exist even a year ago. Witness the rise of visual platforms like Vine, Pinterest, and Snapchat and you’ll see what I mean.
So how does PPC fit into the mix?
It’s not as simple as, say, PPC for ecommerce. In that case, you start bidding on keywords and sending visitors to product pages. Audiences may not even matter, if people are buying.
But PPC for content marketing is less clear-cut.
I’ll explore this in depth in future posts. And I want your opinions too – what have you tried? Here are a few thought starters that I consider.
- Content audit. What content is available?
- Audience research. Like keyword research in search, audience research is crucial.
- Timing. In ecommerce or other traditional PPC, timing may not even matter. People might buy your product year-round. But content burns out fast.
- Channels. Content can be promoted in many places besides Google. Google may not even be the best place for promotion.
- Buyer journey. Is this content best suited to awareness, demand generation, or something else?
- Integration. Who else is promoting this content? PR, media, sales, etc.?
Those are just a few considerations for a successful PPC content marketing campaign. We’ll explore them all in depth.
What do you consider when embarking on a content marketing play? Share in the comments!